When you browse 6sense’s website, you won’t find much gated content, except a landing page that provides leads a custom-generated report. 

Grace Kleaveland Kupczak, Senior Manager of Digital Strategy and Growth Marketing at 6sense, saw that about 1% of incoming traffic completed this key conversion point. She knew she had to figure out how to increase conversions — while still capturing high-quality leads within their ideal customer profile.

Grace suspected two reasons people weren’t filling out the form.

The first reason: the form’s length and copy needed to be optimized. Secondly, they had a wide audience landing on the page through Google Ads, Linkedin campaigns, and outbound emails. She knew they could drive more pipeline if the landing page’s content spoke more directly to each customer segment. 

Generate Segments in 6sense Using Intent Data Keyword Groups 

Grace first generates dynamic audience segments in their own product, 6sense, to ensure ads only reach their ideal customer persona (ICP). Their segments factor in firmographics, technographics, predictive insights, and intent keywords relevant to each persona.

For example, 6sense has a keyword group focused on their marketing persona with over 100 search terms around ABM, ABX, advertising, personalization, and other relevant terms. Grace also sets additional filters in 6sense for each target segment:

• They must have searched for relevant terms more than once in the last 30 days.

• They must be within 6sense’s ICP – this makes sure the team only spends marketing dollars engaging companies that are desirable for sales to sell to.

Import Segment Into Mutiny

Any segment in 6sense can be pushed within seconds into Mutiny via their API so they can easily run website and ABM personalization experiments. You can even combine audience criteria from 6sense with other filters available in Mutiny.

Test and Optimize Their Form

Using Mutiny, 6sense tested multiple iterations of the form leads fill out to access their gated custom report. 

Personalize Inbound Page for Each Segment

Once they landed on the winning form, Grace’s team ran additional experiments centered around website copy.  Depending on the segment a visitor falls into, they now see a customized header and body copy that speaks directly to their needs and goals. 

You can see the control landing page with more general messaging that had a 1% conversion rate in the screenshot below. 

The updated pages contain personalized copy for each use case. For example, the header copy focuses on their marketing persona with the body copy speaking to their marketing efforts and gaining visibility into their funnel.